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A Manufacturer’s Guide to Email Marketing: Back to Basics

How manufacturers can use email marketing techniques to generate leads and acquire customers
BY Ollie Roddy - August 16, 2016

Sometimes, with the increased technologies at our disposal and endless new ways of working, it’s good to revisit the basics. A proven lead generating channel, those companies that nurture leads via email marketing produce 50% more sales ready leads at 33% lower cost. With the manufacturing industry on the rise and a new digital focus, customer acquisition can be achieved.

Email Database
Email marketing is dependent upon your database, but think quality over quantity. Although you can purchase data, it’s not always going to give you the best results, especially as these recipients may have never done business with you before. To put more context to this, 61% of users are put off by communications that use incorrect personal details, and with bought data, there’s no guarantee the information is accurate and up to date.

Here’s some alternative ways to acquire email addresses from users that have implied they are interested in hearing what you have to say:

Create incentives to sign up for the company newsletter
Allow visitors to your website to subscribe to the blog
Include forward-to-a-colleague sign up functionality on your emails
Create multiple email subscription types to target and segment your list
Produce gated content that requires an email address to download
Use a Lightbox on your website for when people exit the site.


To add to your database more effectively, ensure that your opt-in process is efficient and streamlined without complexity. When somebody signs up for your newsletter or blog, it shows they are invested with your company - don’t make it convoluted for people to receive your marketing communications.

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Ready for Mobile
According to Litmus Email Analytics,
55% of all emails are now opened on a mobile device, proving the need for manufacturers to transition to the dark digital side. Although it’s apparent for marketers to make email marketing campaigns compatible for mobile devices (smartphones, tablets) 51% of businesses don’t have a dedicated mobile email strategy, or only the basic compatibility in place.

Using
marketing automation software can actually help you create optimised email templates to work for mobile and desktop, maximising your impact and opportunity to convert leads.

“The number of mobile e-mail users is predicted to grow 23% in 2016.” - Email Monday

Email Personalisation
Emails that are personalised have 29% higher unique open rates and 41% higher unique click rates than their generic counterparts. As users become more aware of what’s achievable in marketing and attribute emotions to how they perceive a brand and its communications, personalisation is paramount in any email marketing strategy. What’s even better is that it goes beyond a simple first name recognition.

Start as you means to go on and begin your personalisation in the email subject line.

Use behavioural data to personalise, such as previous touchpoints with your marketing communications.

Personalise based on more sophisticated data such as attitude. Are they price sensitive or do they make impulse purchasing decisions?

Go further than just names; when is this prospect’s birthday? When did this prospect first talk to your company? Anniversaries are a great way to indicate how much you value your network. 

“Over 75% of email revenue is generated by triggered campaigns, rather than one-size-fits-all campaigns. Automated email campaigns account for 21% of email marketing revenue.” - DMA.

Customer acquisition in the manufacturing industry is high on the marketing agenda, so download our in-depth guide The Top UK Manufacturing Challenges of 2016: The Present State to see how you can regain market share and remain competitive.

Stay one step ahead through the latest insights - download the guide